Philips, Buyer Personas
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Buyer Personas

To build a solid foundation for eff¬ective Marketing Automation, the organization needs to have a clear understanding of its target audience.

Engagement Factory was commissioned by Philips to research and develop a portfolio of buyer personas for Philips Lighting OEM. These personas included CEO, Technical Expert and Purchasing job roles. We conducted personal one-to-one interviews, with a carefully selected sample of target audience representatives. Analysis of the interviews helped develop detailed buyer personas profiles. Once presented these enabled the company to have better insight into the decision-making process of their customers. The persona study became a valued intelligence piece and was even published on a special online knowledge portal to encourage and help their sales team to get involved.

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Philips, Buyer Personas

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